American research firm Report Ocean recently published its annual report on Vietnam's adventure tourism market.
Broadly reviewing 2024, the report provides insights into the country's current market landscape, as well as customer intelligence and competitive strategies in the market.
The report also explains the factors driving and restraining the market.
Key trends to observe in 2024
Based on the findings, experts have observed the following trends in the Vietnamese adventure travel scene over the past year:
- The increased demand for experiential travel is reflected in the way travelers are increasingly seeking experiences that go beyond traditional sightseeing. Adventure tourism caters to the demand for immersive and experiential travel, allowing participants to engage in exciting and challenging activities.
- Greater focus on sustainable and responsible tourism. This comes in the face of the growing need for sustainable and responsible tourism practices. Adventure tourism operators can adopt environmentally friendly initiatives, support local communities and reduce the environmental impact of their activities.
- More diverse adventure activities. Adventure tourism is diversifying beyond traditional activities such as hiking and trekking. Activities such as zip-lining, rock climbing, paragliding and water sports are gaining popularity. Tour operators can offer a range of adventure options to suit different tastes.
- Experience where adventure and wellness tourism come together. Combining wellness and adventure is a trend, with travelers looking for activities that promote both physical activity and relaxation. Destinations can offer wellness retreats or spa offerings as well as adventure experiences.
- Greater use of innovative technologies in adventure tourism. Technology plays a role in enhancing the adventure travel experience. These include the use of mobile apps for trip planning, virtual reality for pre-trip experiences, and wearable devices for tracking activity and health metrics.
- Operators have started offering personalized packages to travelers. Adventure tour operators can offer personalized and tailored experiences to meet the preferences and skill levels of individual travelers. Customization allows for a more unique and satisfying adventure travel experience.
- More travelers are going it alone. Solo adventure travel is gaining popularity, with an increasing number of individuals seeking solo adventure. Adventure tourism providers can cater to solo travelers by offering group activities and guided experiences.
- Food and culture also play a role in this sector. Adventure tourism is expanding to include culinary and cultural experiences. Travelers can engage in activities such as cooking classes, cultural immersion, and trips to local communities, combining adventure with exploring local traditions.
Other observations
Safety remains a top priority in adventure tourism, as tour operators are investing in robust risk management strategies, safety training and equipment to ensure the well-being of participants during adventure activities.
At the same time, digital marketing and social media play an important role in promoting adventure tourism.
Influencer and user-generated content contribute to the visibility of destinations and activities, influencing travelers' choices.
Accessibility to remote locations is also seen as a potential growth area for Vietnamese adventure tourism.
Improved transport infrastructure and accessibility to remote destinations are enabling adventure tourism in previously underexplored regions.
Travelers can find off-road experiences and unique landscapes.
Significant recommendations
The experts behind the report offer the following insights into what improvements can be made in the sector:
- Advanced Education and Skill Development Programmes. Adventure tourism can also serve as an educational platform. Skills development programs, led by experienced instructors, allow participants to learn new activities such as mountaineering, kayaking or survival skills.
- Increased government support. Government support and regulation are important factors in the development of adventure tourism. Regulations may focus on safety standards, environmental protection, and sustainable tourism practices.
- A greater emphasis on health and wellness. Health and wellness-focused adventures, such as yoga retreats, meditation hikes, and fitness challenges in scenic locations, are gaining popularity as travelers prioritize wellness.
- Niche tourism needs to be considered. Niche adventure tourism experiences, such as wildlife safaris, bird-watching expeditions, or photography tours, cater to specific interests and attract those seeking specialized adventures.